There’s a lot that goes into creating a brand. Anything that communicates information about a business is an opportunity to convey important messages that evoke feelings which can either build or detract from the business’s credibility. Read on to see our recipe for creating an effective brand.
1. An Authentic Message
We believe that every brand starts with an authentic message. In order for your branding to be effective, you need to project a truthful image of what your company strives to provide while showing what sets you apart from the competition. Think about the following questions:
- Why did you start this business?
- What goals do you want to achieve?
- Who are the people you want to help?
- What qualities, values and experiences are you offering your customers?
- What makes your company different from others in your field?
After you’ve figured out who you are and what makes you different, you should create a catchphrase or slogan and some key words that you want to be associated with your brand. Use this sort of “brand language” in print materials, advertising and also on your product’s label.
But don’t just talk about who you are, deliver on your promises. If your messaging is great but you don’t deliver on your promises, your customers will go elsewhere, and your brand won’t catch on.
2. A Cohesive Brand Identity
Your brand needs a look that compliments the tone of your brand mission and language. Are you modern and sleek? Fun and colorful? Traditional and classic? Think about what colors evoke this message in the brain of your consumer. This look should be synchronized across all of your media (brochures, website, product, offices, etc.).
Your logo will also be used to help embed your brand in your customer’s mind. When someone sees a check mark, they think Nike, even if there is no other branding. Your logo must be well designed (so hire a professional) and you should use it frequently and place it prominently.
However, always remember to keep things simple. You want your branding to be easily recognized and quickly remembered. The best way to do this is to be unique but also to be simple.
3. A Killer Website
Just by looking at your website, consumers pass judgment and make decisions about whether or not they will even visit your store, restaurant or office. If your website doesn’t reflect the kind of experience your business – or a business like yours – should offer, they’re likely to dismiss you entirely.
That being said, having a website is central to building your brand. Hire a professional to design a website that can tell your story proudly. At a minimum, you should use your site to discuss what your brand is about, where your offices can be found, what your hours are, and how you can be contacted.
4. Active Social Media Accounts
Social media is one of the best ways to build brand awareness, but this doesn’t mean that you should just create a business page and call it done. To use your social media accounts effectively, you should be updating them regularly with pictures, deals and other information about your company. Find things that are relevant to your customers and give them the chance to interact.
BUT.. there is a fine line between building awareness for your company and spamming your customers. If you’re constantly pushing your brand in an annoying way or without context or to people that have no interest, you’re doing it wrong. If you’re real and conversational, you’ll stay out of their recycle bins.
If you need assistance with creating and maintaining your social media accounts, we can help!
5. Employee Involvement
Creating an effective brand message is time-consuming and you will need the support of your employees in order for it to be effective. To gain their support, communicate the importance of your brand to your employees and explain why and how you arrived at the brand identity you are promoting.
Remember that in the eyes of the consumer, everything your business does is linked to your brand. This includes the way your employees dress and behave. Of course, your employees will have their own idea of what your business stands for and whether it is delivering on its promises, and their opinions can provide invaluable insights for you to consider.
If you have these 5 “ingredients”, you have everything you need to start out on your branding journey. Contact us today for a candid conversation about your strategic objectives. Find out how we can help you build your brand, expand your customer base, and increase your profit.